New Youth Campaign Focuses on Injury Prevention

WINNIPEG – Today, the WCB is launching an innovative SAFE Work media campaign targeting young workers. Unlike previous ad campaigns, the injury prevention message will reach youth through a medium they frequent: the Net.

“The WCB firmly believes that workplace injuries are preventable,” says WCB Chair Tom Farrell, “and our new campaign is groundbreaking in terms of getting that message out there. We know that reaching out to young people requires different tactics, because they respond to messages in different ways, through different mediums.”

The summer youth advertising campaign showcases three real-life workplace injury scenarios provided by Manitoba youth. Jason Croker’s story is among them.

“I worked in a fast food restaurant when I was 15,” recalls Croker, “and I didn’t receive any safety training. As a result, I was put in a dangerous situation. I’m glad the WCB is including my story in their campaign, because I don’t want other young workers to go through the same thing.”

SAFE Workers of Tomorrow safety presenter Brian Campbell agrees that the WCB’s new ad campaign is sending the right message. “I’m always talking to students about workplace safety, and I’m thrilled about the creative direction of the WCB’s new promotion. It will engage youth in a unique way.”

To ensure youth learn about workplace safety solutions, media components will drive people to www.safemanitoba.com where visitors will experience workplace safety and health solutions through an online quiz. Upon selecting the safest solution, youth will receive a ballot to enter to win an iPod touch.

The campaign features billboards, TV, radio, interactive webisodes and a presence on www.facebook.com and www.youtube.com. But as provocative as the new advertising tactics are, WCB’s safety message remains the same: workplace injuries are preventable.

For more information contact:

Warren Preece
Director of Communications
WCB Manitoba
(204) 954-4113
e-mail: wcb@wcb.mb.ca